The Communication Process Update

CCHAPTER HAPTER 55TThehe CCommunicationommunication

PProcessrocess

Belch/Belch

Advertising and Promotion

An Integrated Marketing Communication Perspective

Eighth Edition

ContentsContents

1. The nature of communication2. A basic model of communication3. Analyzing the receiver4. The Response process5. Cognitive processing of communications

6. Summarize

Nintendo TheoryNintendo Theory

Nintendo TheoryNintendo TheoryOlder early adopter

Nintendo TheoryNintendo TheoryOlder early adopter

1. The Nature of The Nature of CommunicationCommunication

The Nature of The Nature of CommunicationCommunication

Marketers must understand the meaning that words And symbols take on and how they influence consumers’ Interpretation of products and messages

The Nature of The Nature of CommunicationCommunication

Global Perspective 5-1 Lost in TranslateGlobal Perspective 5-1 Lost in Translate

Housekeeping = Housekeeping = 家事 か家事 かじじ　　　　　　　　　　　　　　　　　　　　　　

2. A Basic Model of Communication

A Basic Model of A Basic Model of CommunicationCommunication

ChannelMessage

ReceiverSource/Sender

Sender’s Field of Experience

Receiver’s Field of Experience

Encoding Decoding

Feed

back

Noise

Resp

on

se

Source Encoding (Sender)Source Encoding (Sender)

LG LG ChocolateChocolate Love Love

Message Message SemioticsSemiotics

•An object = Product•A sign or symbol = The meaning of object•The interpretant = The meaning of derived

MessageMessage ＝＞＝＞ Music Music MarketingMarketing

“ I got you baby I call I call it chocolate love~”

Chocolate Love

LG LG ChocolateChocolate Love Love

ChannelChannelFocus on Viral buzz => SNS (Social Network Society)

Consumer Generated Marketing

Receiver / DecodingReceiver / Decoding

Quoted from: http://www.flickr.com/photos/kliment/2610616240/

NoiseNoise

• TV Signal• Radio Signal• Distractions

Response /FeedbackResponse /Feedback

3.Analyzing the 3.Analyzing the receiverreceiver

Analyzing the Receiver

Individual andGroup Audiences

Niche Markets

Market Segments

Mass Market and Audiences

Analyzing the Receiver

• ตั�วบุ�คคล : จะมี�ความีตั�องการที่��เฉพาะเจาะจง ดั�งนั้��นั้ตั�องการการตั�ดัตั�อแบุบุเฉพาะ เช่�นั้ การตั�ดัตั�อแบุบุตั�วตั�อตั�ว เช่�นั้ personal selling ก�บุ advertising ซึ่ �งจะที่!าให้�ผู้%�ฟั'งร% �สึ กสึนั้ใจ

• กล��มีบุ�คคล : นั้�กการตัลาดัควรจะสึ)�อสึารก�บุบุ�คคลที่��มี�อ!านั้าจในั้การตั�ดัสึ�นั้ใจซึ่)�อ

• ตัลาดัเจาะจง : อาจจะใช่� personal selling ห้ร)อที่าง Media ก*ไดั�เช่�นั้ direct mail ที่!าให้�เข้�าถึ งกล��มีเป้/าห้มีายเฉพาะไดั�อย�างที่��วถึ ง

• กล��มีข้องตัลาดั : จะเป้1นั้กล��มีที่��มี�ข้นั้าดัให้ญ่�ดั�งนั้��นั้ควรใช่�สึ)�อที่��กระจายไดั�ที่��วถึ ง เช่�นั้ ห้นั้�งสึ)อพ�มีพ3 แมีกกาซึ่�นั้ และโที่รที่�ศนั้3 การสึ)�อสึารที่��กระจายที่��วถึ งจะเป้1นั้การสึ)�อสึารแบุบุที่างเดั�ยว

Let’s take a break

4. The Response Process

The Response The Response ProcessProcess

Traditional Response Hierarchy Traditional Response Hierarchy ModelsModels

Stages

Models

AIDAmodel

Hierarchy of

effects model

Innovation

adoption model

Information processing

model

Cognitive stage

Attention

Awareness

Knowledge

Awareness

Presentation

AttentionComprehens

ion

Affective stage

Interest

Desire

LikingPreferenc

eConviction

Interest

Evaluation

Yielding

Retention

Behavioral

stageAction Purchase

Trial

Adoption Behavior

The Response The Response ProcessProcess

Innovation adoption ModelInnovation adoption Model

Sampling or demonstration programs encourage Trial of new products

MMethod of obtaining ethod of obtaining FeedbackFeedback

Circulation reach

Listener, reader, viewer

recognition

Recall, checklists

Recall over time

Brand attitudes, purchase intent

Inventory, point-of-purchase consumer panel Scanner data

Exposure/presentation

Attention

Comprehension

Retention

Message acceptance/yield

ing

Purchase behavior

Effectiveness tests

Step in persuasion process

MMethod of obtaining ethod of obtaining FeedbackFeedback

AAlternative Response lternative Response HierarchiesHierarchies

The Standard Learning Hierarchy

The Low-Involvement Hierarchy

The Dissonance/Attribution Hierarchy

AAlternative Response Hierarchies:lternative Response Hierarchies:

The Three-Orders Model of Information The Three-Orders Model of Information ProcessingProcessing

1.Standard learning Model

AAlternative Response Hierarchies:lternative Response Hierarchies:

The Three-Orders Model of Information The Three-Orders Model of Information ProcessingProcessing

High Low

High

(Learning model)Cognitive

Affective

Conative

(Low-involvement model)

Cognitive

Low

(Dissonance/attribution

model)Conative

Affective

Cognative

Conative

Affective

Topical involvement

Perceived product

differentiation

AAlternative Response Hierarchies:lternative Response Hierarchies:

The Three-Orders Model of Information The Three-Orders Model of Information ProcessingProcessing

AAlternative Response Hierarchies:lternative Response Hierarchies:

The Three-Orders Model of Information The Three-Orders Model of Information ProcessingProcessing

2.Dissonace /Attribution Hierachy

AAlternative Response Hierarchies:lternative Response Hierarchies:

The Three-Orders Model of Information The Three-Orders Model of Information ProcessingProcessing

3. Low-Involvement Hierarchy

The Foote Cone & Belding (FCB ) Grid

55. . Cognitive Cognitive processing of processing of

communicationscommunications

A Model of Cognitive Response

Exposure toadvertisement

Source-orientedthoughts

Product/messagethoughts

Ad executionthoughts

Brand attitudes

Attitude towardThe advertisement

PurchaseIntention

Cognitive responses AttitudesPurchase

intent

The Elaboration Likelihood ModelPersuasive communaication

Motivated to process?

Ability to process?

Persuasion cue present?

Ability to process?

Cognitive structure change

FavorableThoughts

predominate

UnfavorableThoughts

predominate

Neither or Neutal

predominate

TemporaryAttitude

shift

Retain or regain initial attitude

Enduring negativeAttitude change

Enduring positiveAttitude change

No

NoNo

No

Yes

Yes

Yes(favorable)

Yes(unfavorable)

Yes

6. Summarize6. Summarize

Summarizing the Response Process and the Effects of Advertising

Advertising input

Filters

Consumer

Consumer behavior

Cognition Affect Experience

Thank you